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Complete Transcript: HALO Talks with Jay Faires Posted June 18, 2021 Pete Moore: This is Pete Moore on HALO Talks NYC. I have the pleasure bringing on Jay Faires straight from Topanga, going to talk about the word wellness and the expansion of it, and the interest in private equity and family offices. And how are we going to turn the $7 trillion industry into a 17 trillion dire industry within the next several years? So, Jay, welcome to the show. Thank you very much for having me. Awesome. So let's first start, you know, you run the wellness agency, but why don't you take us back to your entertainment and music roots and kind of how you evolved into being a thought and action leader in the space Jay Faires: It's been, it's been sort of this fun journey and it's funny, cause we're starting to work with Andre 3000, who was who was an outcast and as he's this, his personal life has taken him toward wireless. And we're excited about that. And then there was a book written hadn't been published yet on my old record label, mammoth records. And as that was being written and I started to read early copies of that, I realized that we're creating this engine with TWA to help wellness founders sort of go from zero to 90. And it, and it really parallels what I have with the record labels. So when I had mammoth and I was head of ANR at Atlantic with Kalman and Jason Flom there at mammoth, I had this engine where we knew how to take an artist from sort of zero to 90, the ones that were really believed them. Jay Faires: And we work with them long-term and that's very much, it's totally different now, but it's what started off as an accelerator services will probably have equity at 150 companies in five years. We took the equity and 10 last year, what started off as helping people source the right strategic capital, some e-com strategy and entry to China. We've now sort of added some more cylinders cylinders to that engine. And it's, there's a PR marketing and an affiliate side that a lot of our clients kept asking for. So we just built that out and moved it up on the roadmap. Pete Moore: Awesome. So from a standpoint of looking at entrepreneurs, you kind of think of them as artists or, or, you know you know, their first albums, that first company, Jay Faires: Page 1 of 8 If you it's it's, you know, that the odds of making, I used to never sign a band unless I got like goosebumps in 'em or I got tears in my eyes when I saw it. And that's how I sort of knew I had and, and the odds of an artist making it it's like one in 5 million are literally so that passion, perseverance persistence, that they had a vision that they had, the ability they could write the song, they could do it on stage, they could get it recorded. That's like such a rare art. And yeah, I think there's a massive through line to founders of a company. If you [email protected] that the gut biome company we were just talking about, she announced her a, of 40 million today. And I remember having juice with her five years ago when she was creating business. And it's that a bill and it's going to be a multi unicorn. So that ability to, to take that through that process, it's such a fun thing to be a part of. Pete Moore: So as you looked at the space, you know, they're obviously very low barriers to entry similar to the music industry. You know, how highly fragmented have you come up with some kind of scorecard besides the, you know, either getting goosebumps or getting a, again, a tear, you know, do you look and say, okay, as an example, you know, we invested in a company in the workout recovery space three years ago, we kind of had enough buzz understanding cause we're around it to know, okay, this is the next big tidal wave. And we're going to basically surf this wave with these two women at, at a group called higher dose, which is an infrared sauna technology company. And everything's kind of played out. So do you feel like what you bring to the table? Not only from evaluating and assessing talent coupled with the ability to see what's around the corner, cause you, you have access to people that are, you know, forming the next phase of technology in the space. Jay Faires: I think so. I think there's one side of it where it's patents technology, exclusive ingredients. So brain is a brain supplement company that, and peer reviewed science. Like I'd almost, there's that side of it. A brain is a great example of that high Avita, the side origin water company that we love are both great examples on that side. I think, you know, again, if you [email protected] and what she's rolling out, she has Raj as their science co-founder like they're amazing pair and they're licensing IP from Stanford, Oxford, you know, Harvard, the best universities in the world. So they've got a very deep process and then there's, then there's companies like Hannah Connell, life hunter, life.com, a Vedic super food. And like there, it's more, I know the rigor of the ingredients they're sourcing from Butan, et cetera. And, and the buy-in they have is more from the Andy washers of the world who runs the extreme sports program for red bull or to some of the premier athletes in the world are obsessed with the product. So it's it's a bit of gut, but hopefully there's, we're underpinning it with some data and some real analysis. Pete Moore: Got it. What are your, what's your take on a lot of the celebrities and athletes to now seem to be pulling into rounds of products that they've probably been early adopters into, you know, thinking hyperized or, or thera body do you feel? We take a step back. It used to be athletes and celebrities would come and say, okay, give me X amount of points in the company. You know, here's my sponsorship. If you can't meet this threshold, you know, I'm not going to partner with you. I think now they've gotten very savvy to understand the equity upside in the capital gains nature and their ability to influence these companies. So how, how have those nuances change do they fully appreciate, you know, what it getting involved in an early stage company where it's you gotta do everything you can do. I don't really want to give you, like here's a list of, to do is just do everything you can to help me build a business. Jay Faires: Page 2 of 8 I mean, don't you think that stuff is become more organic and authentic? It feels like it has like it has. Yeah, there's a, there's a really cool company called Omni port green Monday. We, we hosted dinners for him before. It's basically impossible food, the Veja pork, instead of beef, David Young, amazing guy, we hosted dinner SRAM and Bennis four years ago or so before he launched, TPGs already in it, he's raised like 70 million amazing company exploding in Asia. And we w he did. And it's the first time I've been doing an event in like 18 months, but went on Thursday, tasted amazing better for you. I think that impossible. And I sent it out to three, a level like a plus level celebrities, household names to their, to their people. And, and, and knowing that one of them has gone vegan. Another is vegan several days a week. Another is very concerned about the environment and the health, the animals, et cetera, et cetera. They all like responded within 12 hours saying please send me product ASAP. And they all invested in possible and beyond meat early, et cetera. So I feel like that, I feel like those have gotten much more talent, destroys their credibility if they, if they're just latching on to for money. And I think there's enough opportunity. They want to be rewarded if they support it, but they're, they're smart about it. Pete Moore: Got it. So if someone was to go about, we, we don't, you know, specialize in getting to those types of celebrity investors, you know, are you doing that through the wellness agency? Is there, is that more of a, you know, who, you know, and kind of get into the right lane and, and that kind of happens organically? Or how have you seen those come together? Cause sometimes I see groups and they have a list of, you know, 50 or 60 celebrities or athletes in there. I'm like, well, that that's like a full-time job, just trying to get all those documents and why Jay Faires: We've put somebody in charge of those.